The First New Fin Since Fins Were Invented

The first swim fins were a lot like the one on the right – a shoe with a stiff board bolted on. Most still are. Other, more flexible fins still retain the old paddle shape, and most  split fins are simply double paddles.

Then there is Force Fin – in a league of its own.

If you’ve ever tried to raise a board flat out of the water, you know how hard it is to lift. The other fins require the same effort to up-kick when you are swimming. After a while your foot gets tired and cramps set in.

The Force Fin folds in on the up-kick to reduce water resistance and snaps open for full power on the down-stroke. Swimming with the Force Fin at first gives the impression that nothing has been attached to your foot at all. That’s because the water flows backward, rather than up and down. You don’t have to work hard to make the flexible Force Fin work.

And since there are no thick ribs on the fin, the blade moves in any direction you want and doesn’t veer to the right or left at an awkward angle, as other fins do.

The other fins have a stiff foot pocket that causes your toes and arches to cramp. The Force Fin doesn’t cause cramping because the fin is flexible and the toes are free of the pocket, so they can bend naturally, without restriction.

The Force Fin is made of high quality polyurethane instead of rubber and weighs a mere 32 ounces. Strong, adjustable nylon straps hold your foot comfortably in the pocket.

So, by wearing the Force Fin you’ll be able to swim longer and enjoy it more.

Which is a bit like re-inventing swimming.

Why Force Fins are Made In the USA

 Force Fins are made in the U.S.A.

I wish I could say this was a political decision. I am well traveled, and I sincerely believe that the U.S.A. in which I grew up is the very best place on Earth. The decision was financial.

Notwithstanding soundbites to the contrary, there are thousands of quality factories in the United States. They are competitive with offshore production, particularly when it comes to custom molding for small business or start up companies. Absent the subsidies given to the long-established, big boys, China, or any other country is hard pressed to compete with America, when the real costs of production are taken into consideration. The real cost of production includes quality, shipping, lead time, inventory control, and the control over cash flow that follows from a well-managed supply chain. Something that is best done locally.

Working in the U.S.A. is not an abstraction for me, nor is being an entrepreneur. I was born in Detroit, and transplanted to California at an early age. My parents owned a few industrial uniform companies. The smell of shop towels brings memories of my childhood, as we serviced gas stations, auto body shops, tire stores, auto industry manufacturers, and sports venues. Dodger Stadium, Angel Stadium and the Forum were on our truck delivery routes.

My first job was for my parents’ company. Under the scrutinizing eye of my father I was tasked with altering uniforms to fit their wearer, and sewing patches uniquely identifying each uniform to the client’s Company brand and its wearer. My first lesson in quality control was when my father made me tear out the stitches and redo hems I had sloppily sewn in a rush to get the job done, so I could join my friends. I remember him scolding me, “Men have to wear these pants to work. You have to take as much pride in your job as they will in wearing them to theirs.

My father’s first Company was his newspaper route, or should I say newspaper delivery enterprise. He expanded outside the immigrant neighborhood in which he lived to deliver papers to the the offices of the then bustling business buildings of downtown Detroit. I co-founded Force Fin with my husband, Bob Evans in 1985, when we were just 26 and 32 years old. It was our first international manufacturing and distribution company.

The first entrepreneur was not born with the U.S.A. What is unique to America is their historic percentage level of contribution to its economy. I believe that this is born in the idea that opportunity exists to anyone who can take the experience of sewing patches as a foundation for understanding corporate brand identity, and a reprimand as a lesson in the importance of quality control.

I also believe that this is the case because the words from the Declaration of Independence are etched into the American psyche throughout our early educational years:

“We hold these truths to be self-evident, that all men [and women by virtue of the 19th Amendment to the Constitution] are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.”

In other countries where we might manufacture, dreaming big, if dreams of starting one’s own business exist at all, most frequently end with one’s first job sitting before a sewing, injection or any other machine.

I can visit on demand the factories where our Force Fins are made. I can see the quality of the environment in which the individuals who make Force Fins work. It appears to me that they are not slaves to their employers, and that they are doing so with the expectation that it is toward benefiting their life and that of their families.

In the future, Force Fins may very well be made offshore. I am proud to say at this time, it makes the most sense, economically, politically and ethically to make them here.